Andalusia’s leading music festival is joining forces with The Embassy 3×3 team to boost Fuengirola’s international profile through one of the world’s fastest-growing urban sports.
Fuengirola continues to expand its international profile beyond music. Marenostrum Fuengirola, one of southern Europe’s leading open-air cultural venues, is taking another step forward in its city branding strategy by becoming the main sponsor of the Marenostrum Fuengirola 3×3 The Embassy team – a partnership that will see the destination’s name featured at some of the leading national and international tournaments in a discipline now considered the world’s fastest-growing urban team sport.
The agreement brings together two projects that share the same vision: to promote Fuengirola as a modern, dynamic destination that is in tune with contemporary cultural and sporting trends. Whilst Marenostrum Fuengirola has been putting the city on the international live music map for over a decade, it is now extending that visibility to the professional 3×3 basketball circuit – a discipline that has been an Olympic sport since Tokyo 2020 and is experiencing extraordinary growth worldwide.
Backed by NBA legend José Manuel Calderón through The Embassy, the Marenostrum Fuengirola 3×3 The Embassy team competes in some of the most prestigious tournaments on the national and international 3×3 basketball circuit, becoming a new ambassador for the city. The squad comprises Diego de Blas, Isaac Mayo, Godwin Osarenren and José Blázquez, four players who are taking the name of Fuengirola into a discipline which, since its inclusion in the Olympic programme, has established itself as one of the fastest-growing urban sports in the world.
The partnership also includes the staging of the Marenostrum Fuengirola Cup at Sohail Castle, reinforcing the venue’s status as a space capable of hosting much more than just concerts and cementing its commitment to top-class cultural, sporting and leisure experiences throughout the year.
Music and sport: a single city strategy
Far from being separate initiatives, the partnership stems from a shared vision of how to build a destination brand. Both major festivals and elite sport generate visibility, attract visitors, boost the local economy and project a contemporary image of the city far beyond its borders.
In this regard, 3×3 basketball is a sport particularly aligned with the values of Marenostrum Fuengirola. Originating on urban courts and now an Olympic sport, it combines spectacle, a close connection with the public, innovation and a strong international presence – qualities that have also defined the evolution of the music venue since its inception.
A project that continues to grow
This new partnership builds on the steady growth of Marenostrum Fuengirola as one of the Costa del Sol’s leading cultural and tourist attractions. Since its inception, it has hosted over 280 events, welcomed more than one million verified attendees and, according to a report by Relevance Marketing S.L., generated an economic impact of 66 million euros in 2025, establishing itself as a key driver for the hospitality sector, local businesses and employment.
Source: BORSONIA